Social Media Exam 1
Videos on twitter
2.5x more replies, 2.8x more retweets, and 1.9x more likes when directly on platform
Average time per visit on Facebook
20 minutes per visit
percent of Americans report that they get at least some of their news on social media
67
percent of the world's populationuses mobile devices
67
what percent of twitter survey respondents have purchased from a brand after following them on twitter.
69
Percent of businesses active on IG
71
KPI
Key Performance Indicator
Engagement rate
Percentage of your audience that has engaged with your content; to calculate engagement rate, divide the number of engagements by the total reach
IG best practices
Photos, videos, stick to 150 characters for captions, cannot embed a hyperlink in text.
TYPES OF SOCIAL MEDIA
Social Networks ●Media Sharing Networks●Discussion Forums●Bookmarking and Content Curation Networks●Customer Review Networks●Blogging & Publishing Networks●Social Shopping Networks
CAREERS IN SOCIAL MEDIA MARKETING
Social media coordinator, specialist, manager, director●Social media editor●Blogger●Digital media manager
KPI's must be S.M.A.R.T.
Specific, measurable, attainable, relevant, time based
Social Media Marketing Strategy tips
Step 1: Identify a Target Market and Create PersonasStep 2: Conduct a Social Media AuditStep 3: Establish Goals, Objectives and MetricsStep 4: Determine Resources, Roles and Responsibilities Step 5: Establish a Tone of Voice
Tips continued
Step 6: Platform SelectionStep 7: Create and Optimize Social Media NetworksStep 8: Create a Distribution and Content StrategyStep 9: Create a Social Media Content Calendar and Schedule PostsStep 10: Track, Analyze and Tune
Time to reach 50 million people
Telephone: 75 yearsInternet: 4 yearsFacebook: 3.5 yearsAngry Birds: 35 days
Branded Hashtags
like #NBA #justdoit
Twitter Fleets
like stories, hopeful for deeper and more personal conversations
Social media content calendar
llowsfor social media managers to plan, create and schedule content on a weekly or monthly basis
paid media
marketing activity that's paid for
Intro to twitter
microblogging, started in 2006, by 2012 had 185 million users. Now attracts 330 million monthly users who send over 6000 tweets per second. More than half a billion tweets per day.
Social Media Marketing Strategy
outlines the strategies and tactics for how a company will incorporate social media into its business
Social media content strategy
the planning, development and management of social media content
Social media listening
the process of monitoring the internet to determine what is being said about a particular brand, topic or industry
Social media marketing (SMM
the use of social media by marketersto increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers (Hootsuite)
In 2015, time spent on mobile apps surpassed time spent
watching tv
earned media
what the public shares digitally and verbally
Social Media Rule of Thirds:
⅓ of content should promote business●⅓ of content should be shared from other businesses, industry sources, influencers●⅓ of content should be based on interactions with customers
Hashtag Strategy
Avoid broad popular ones, diversify your hashtags, research hashtags
Intro to instagram
Founded in 2010, 7 million users within nine months, by April 2012 had 30 million users, doubled user base quicker than anyone, Purchased by Facebook for 1 billion in 2012
Building an audience
Invite people you know, follow industry thought leaders and invite them, invite existing customers
Customer/Buyer Persona
a representation of a customer's target market based on data collected from existing and target customers
Campaign Hashtags
#shareacoke, #wheresbernie, #superbowl2021
Instagram stats
1 billion plus active users, 25 million plus active businesses, 100 million plus photos uploaded per day
Every 20 minutes
1 million links are shared, 20 million friend requests are sent, and 3 million messages are sent
How many people log onto Facebook everyday
1.3 billion
How many use messenger per month
1.3 billion
Nine skills every social media manager must have:
1.Community management 2.Creative 3.Organized and effective 4.Adaptive 5.Good writing skills 6. Sales and customer service 7. Strategic focus 8. Decisive 9. Analytics and SEO-driven
average time per month on Facebook
10 hours
Posting on Facebook
140 characters or fewer, photos give 53% more likes, 79% consumers rather watch video, 85% of videos are watched without sound
Twitter demographics
24% male, 23% female, doesn't include non binaries. Highest percent is 18-29 at 38%.
Twitter demographics
26% urban, 22% suburban, 13% rural. Mostly college education and mostly income of above 75k.
Hashtags on twitter
2x more engagement, only use between 1-2 hashtags
Twitter users are ___ more times likely than Facebook users to follow a brand.
3
Components of IG post
30 # allowed, 5-11 recommended. Posts with at least one # average 12.6 more engagement. Engagement rate drops at 11 plus #. Photos with banned hashtag will be shadow banned.
Twitter Business content strategy
30-40 percent of tweets should be replies to other people.
How many active business pages on Facebook
80 million
Percent of Facebook users accessing through mobile device
98
SOCIAL MEDIA AS A MARKETING DISRUPTER
Abbreviated words and emojis now commonplace: 2015 Oxford Dictionary Word of the Year was the Face with Tears of Joy emoji●Consumers can share positive or negative experiences with products or brands with a world-wide audience●Social media has shifted powerfrom businesses to consumers (Dave Carroll - United Airlines example
Benefits of verifying your business
Boosts credibility●Users will know they're interacting with a real page right away●Verified pages will rank higher on Facebook's search results
Marketing with IG- Business
Businesss profiles launched in 2016. Top fifty global brands post an average of 4.9 per week, 75 percent of users take action, 30 percent of users have purchased a product, highest follower interaction rate.
IG algorithm
Change in 2016 now shows content that followers engage with the most at top of newsfeed vs chronologicall
Facebook Zero
Change to algorithm that prioritizes person-to-person interactions with friends & family
Different Types of Hashtags
Community Hashtags, Branded Hashtags, Campaign Hashtags
n 2006, Frito-Lay leveraged UGC for its Doritos' "Crash the Super Bowl" contest
Consumers invited to create a 30-second commercial to win a featured Super Bowl spot●32,000+ submissions received; over $7 million in prize money awarded● Campaign part of what helped brand grow from $1.54 billion in 2006 to $2.2 billion in 2016
Target Markets consist of
Demographics, interests, and behavior data
Hashtag research tools
Hashtagify.me, RiteTag, Hootsuite
Algorithm ranks tweets with 4 features
In case you missed it, show best tweets first, happening now, remaining tweets.
BENEFITS OF SOCIAL MEDIA MARKETING
Increased exposure, increased traffic, marketplace insight, increased thought leadership, improved sales and lead generation, reduced marketing costs, stronger customer experiences
Hootsuite
Listening tool, search social streams to find most popular or effective hashtags.
IG Content Strategy
Locations get 79% more engagement, Mon-Thurs before and after work. Avoid overt product pitches.
Hashtag Best Practices
New hashtags require research, limit number of hashtags, check hashtag analytics
Total Reach or Impressions
Number of people who have seen any activity from your social media account, including your posts, posts to your page by other people, ads and more
Mentions
Number of times a person or business tags your business in a social media post
Hashtags
Only use 1-3, 60% more interaction
Facebook insights (analytics)
Page likes, engagements, reach, visits●Times when fans are online●Post type success●Top videos●Fan type demographic (ie. age, gender, location, language)●People engaged (who has liked, shared, commented on, etc...)
SOCIAL MEDIA AUDIT
a spreadsheet or table of the company's existing accounts - include key information:
Facebook zero Strategy Recommendations for Businesses:
Post less frequently●Post highly valuable, engaging content●Target a specific audience●Post timely, trending, or newsworthy topics●Create and post more video content●Experiment with Facebook Messenger●Diversify to other social media platforms
Community Hashtags
Product/service hashtags, communities in your industry, special events or seasons, locations, acronyms
Followers
Total number of people who have followed, or liked your social media account and will see your posts show up in their news feeds
RiteTag
Trending hashtags based on your content
Hashtagify.me
Twitter or instagram hashtags
Setting up a business twitter profile
Username can be up to 15 characters. Picture should represent company well.
Percent of male/female internet users who are on Facebook
Women- 75 Men-63
Social Media Marketing Plan
a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals
Owned media
all channels a company owns
Social Media Skills Gap
companies now operate sales, customer service, and HR on Social. Hard to keep up with changes. Lack of guidance and training.
Social mediadistribution strategy:
determines the network and frequency of posts and content types that will be published on each network
CREATE AND OPTIMIZE SOCIAL MEDIA NETWORKS
fill all sections, update photos, consistency, company bio, URL, relevant hashtags, business locations, brand guidelines
Call to action (CTA)
he part of a social media message that attempts to persuade a person to perform a desired action; an example of a CTA would be "Register Today!" with a link to a registration form
Creating an effective tweet
images receive 18% more clicks, 89% more favorites, and 150% more retweets
Social media
s a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos
SWOT analysis
strengths, weaknesses, opportunities, threats
avoid click bating
tag baiting, comment baiting, share baiting. There is an anti baiting algorithm
Tuning:
the continuous process of adjusting and improving the social media marketing plan
ADVANTAGES OF SOCIAL MEDIA
●Allows for easily identifying and reaching target audiences●Heightens customer service and engagement through 2 way communication●Increases brand awareness and loyalty●Has higher conversion rates over traditional marketing tactics●Improves search engine rankings (SEO) & increases website traffic●Allows for immediate measurement through analytics●More accessible
DISADVANTAGES OF SOCIAL MEDIA
●Makes finding and hiring top talent difficult due to social media gap skills●Lacks an emotional face-to-face connection●Open brands up to negative feedback●Requires additional resources to manage●Risks accounts being hacked or experiencing security breaches●Needs daily and sometimes around the clock monitoring●Reputation can be damaged instantly or permanently because of virtual nature●Can be difficult to measure ROI